Universities of Louisiana: Strategic Framework & Brand System
As Brand Manager for the University of Louisiana System (ULS), I assisted our President of the System and our Head of Marketing with building a unifying strategy and visual identity system to connect nine diverse institutions serving over 90,000 students. I led the full creative of the ULS Strategic Framework — from branding, layout, and print delivery — which became the north star for institutional priorities, sub-brand creation, and stakeholder alignment.
With the success of this framework came other opportunities to create branding for more System initiatives. The Framework, brand guidelines, and new initiatives are outlined below.
Strategy.
Our challenge was twofold:
Clarify and codify the strategic vision of new ULS leadership
Develop a modular brand system that could flex across equity initiatives, workforce development programs, and thought leadership events
We positioned the System as a central force for economic, civic, and educational transformation in Louisiana. The visual brand system needed to reflect credibility, ambition, and accessibility, while the messaging had to resonate with legislators, faculty, students, and the public.
Core Framework & Identity
Drafted all content design for the 40+ page ULS Strategic Framework
Created the full visual identity: logo system, typography, document layout, and infographics
Oversaw production and print execution with the Office of State Printing
Developed visual assets to support presentations and board meetings
Outcomes
Framework adopted systemwide and used as a planning tool by nine universities
Sub-brands launched and recognized across state and national audiences
ULS elevated its profile as an engine for talent development, equity, and innovation in Louisiana
Compete LA became a model for re-engagement programs in higher ed, referenced by other systems nationally
Compete LA: A Brand Built to Re-Engage 653,000 Adults
Compete LA was launched to solve a major challenge: Louisiana had over 600,000 adults with some college credit but no degree. I was responsible for assisting our Head of Marketing and System President in creating the brand — naming, identity, voice, and strategy — to ensure the initiative was accessible, trustworthy, and scalable across a diverse adult learner audience.
Strategy
The brand had to achieve three things:
Build trust with adults who had previously disengaged from higher ed
Simplify a complex process of degree re-entry and transfer credit evaluation
Avoid institutional jargon while still aligning with the credibility of the UL System
We positioned Compete LA as a supportive, student-first partner that offered flexible pathways and personalized help — not just another higher ed program.
I had many projects with Compete LA, but my latest was the annual report. Check it out at the button below!